Overview

Marketing a commercial law firm today is harder - and more strategic - than handing out brochures and hoping for introductions. This practical handbook gives partners, practice leaders and in-house marketers a compact, usable playbook for building a credible brand, winning and retaining high-value clients, and turning thought leadership into measurable commercial outcomes. What this book is An A-Z of contemporary corporate law marketing, organised into 26 focused chapters. Each entry - from Account-Based Marketing to Zero-Party Data - presents clear frameworks, real firm examples and step-by-step actions you can apply immediately. The emphasis is relentlessly practical: what to do, why it matters to client economics, and how to measure whether it's working. Who should read it - Partners and practice leaders who need marketing to be partner-friendly and commercially grounded. - In-house marketers seeking a single reference that balances strategy, operations and compliance. - Boutique and mid-market firm managers who want high-impact, low-friction approaches that scale. Core strengths - Concise A-Z structure: Dip in for a specific problem or read end-to-end to build a rounded capability map. - Actionable frameworks: Each chapter includes frameworks, case examples and immediate next steps you can tailor to your culture and market. - Measurement-first thinking: Pragmatic advice on metrics and attribution - from new matters and conversion rates to share of wallet and client retention. - Governance and ethics: Practical guidance on compliance, approvals, consent and reputation management for regulated environments. Selected topics you'll find inside - A - Account-Based Marketing that deepens relationships with high-value clients. - B - Brand Architecture and positioning that translates to commercial advantage. - C - Content strategy, hub-and-spoke distribution and repurposing to make thought leadership work harder. - G - LinkedIn and social selling for lawyers and fee earners. - K - Keyword strategy and legal SEO to capture buyer intent. - M - Marketing operations and the right technology stack for repeatable programmes. - Q - Research and proprietary insight that opens doors. - W - Webinars and virtual events as scalable client engagement. - Y - Pricing communication and proposal marketing that improve win rates. - Z - Zero-party data and consent-led insight for sustainable client intelligence. Strategic themes woven through the book - Client economics first: invest where revenue, margin and lifetime value justify it. - Positioning that translates commercially: make it credible, specific and defensible. - Integrated omni-channel campaigns: combine content, PR, paid media, events and partner activity. - Repeatable processes and governance: turn strategy into scalable execution. - Investment in intellectual capital: research and high-quality insight deliver durable differentiation. Practical staging and a 90-day checklist The book recognises firms can't do everything at once. It sets out immediate (0-6 months), medium (6-18 months) and long (18-36 months) priorities, and concludes with a ready-to-use 90-day checklist: agree three commercial objectives, clean CRM data, create a three-month content calendar, pilot ABM accounts, set approval workflows and audit SEO fundamentals. About the author Christian Strutt draws on years advising commercial law firms on positioning, client strategies and digital engagement. He wrote this book to equip busy professionals with tools they can adapt to their firm's culture and objectives. If you want marketing that supports client outcomes, reduces friction with fee earners, and builds sustainable growth, this A-Z guide is a practical, concise companion for the job. This book is by Christian Strutt of Milton

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